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Marketing communications and the use of influencer marketing of PRIME, hydration drinks
Soukup, Richard ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
Influencer marketing is nowadays a very widespread and powerful tool used especially on social networks to implement marketing strategies. This paper discusses the use of influencer marketing in connection with the PRIME brand of beverages based on just two influencers. The thesis includes a description of the other marketing communication activities of this brand with an emphasis on sports sponsorship and collaboration with athletes. An analysis of the brand's competition in the United States has been conducted and reasons have been given for the brand's decision to target European sports clubs in particular. The aim of the thesis was to present the success the brand has gained in its short existence in the foreign market and to compare it with the general perception in the Czech market. The effect of influencer marketing and other communication tools of the brand on the Czech consumers, the awareness of the brand founders and the perception of the products offered were investigated using an anonymous quantitative online questionnaire survey conducted on 100 respondents. As a result, it was found that the Czech market is familiar with both brand founders and influencer marketing has an effect on 66% of all respondents, however, other communication tools of the brand do not have the desired effect...
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Visual representation of female surfers on social media from a feminist perspective
Schönová, Kristýna ; Hrůzová, Andrea (advisor) ; Rosenfeldová, Jana (referee)
The theme of this thesis is the visual representation of female surfers on the social network Instagram. The theoretical part deals with the development of surfing coverage by traditional media, and then examines the impact of the arrival of the social network Instagram, its potential and negative effects. Laura Mulvey's male gaze theory, Judith Butler's social construction of gender, and sexual objectification theory are also introduced. Through visual content analysis, the practical part seeks to uncover elements of sexualisation and counter-visuality in four selected Instagram accounts. The research is complemented by a qualitative method - social semiotic analysis - to gain a deeper understanding of the issue. The research revealed elements of sexualisation and counter-visuality on all accounts. The highest number of sexualizing elements was found on the account of surfer Alana Blanchard and the highest number of contravisual elements on the account of Australian Surfing Life magazine. Overall, the data revealed, for example, a lack of diversity in both age and body type categories, a low percentage of women depicted while surfing, and frequent revealing clothing. Conversely, elements of contravisualities were prevalent in categories such as Type of Shot and Facial Expression.
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Development and implementation of green marketing in the watch indrustry from 2019 to the present
Donnerová, Denisa ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The thesis on the development and implementation of green marketing in the watch industry from 2019 to the present aims to find out how much watch brands are using green marketing and how they are implementing it in their strategy. It also aims to find out whether the social class of a brand's target audience has an impact on the amount of green marketing usage by a brand. In the theoretical part, the thesis explains the concept of green marketing which is crucial for the whole research. Furthermore, it links it to the concept of corporate social responsibility. The remaining chapters are devoted to the relationship of consumers with sustainable behaviour and to the introduction of the watch industry, its development and the environmental issues associated with it. Among others, the brands Citizen, Oris and IWC are introduced and further explored. The research itself was carried out through quantitative content analysis, using keywords on the social media platforms Facebook and Instagram as well as on the website to determine how much brands communicate green marketing. The thesis concludes by discussing not only the results of the research, but also its limitations and opportunities for future research.
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Slut-shaming women on social media
Horváthová, Barbora ; Součková, Barbora (advisor) ; Šimková, Karolína (referee)
The bachelor thesis Slut-shaming of women on social media presents personal experiences and perceptions of the phenomenon from the perspective of Czech female influencers working on the social network Instagram. The theoretical part of the thesis introduces the phenomenon of slut-shaming, changes in the perception of the word slut and the word itself or reflects on the perception of women and their sexuality over the years. It looks at concepts that are closely connected with slut-shaming, such as rape culture or double standards. The bachelor thesis uses real examples to bring the concepts into focus. The aim of the research is to describe the individual perception of the phenomenon of slut-shaming by the research participants, in particular which forms of this phenomenon influencers encounter and how it transforms their behaviour on social media. To do so, semi-structured interviews are used and analysed through thematic analysis. The bachelor thesis shows that the research participants were most confronted with slut-shaming on Instagram through comments under posts and in private communication. They further stated that their social media behaviour was more influenced by slut-shaming in the past when they started on social media than in the present. However, it does have some influence - e.g. not...
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Body Representation and Eating Disorders in the Communication Strategy of Czech Influencers
Řezáčová, Natálie ; Heřmanová, Marie (advisor) ; Soukup, Martin (referee)
1 Abstract This masters thesis aims to analyse the everyday practice of Czech influencers on social media. It asks how they approach topics that may influence the onset and development of a particular form of eating disorder within their audience. The thesis also aims to find out the Czech influencers attitudes towards regulation of social platforms and who they think should communicate experttopics and in what way. Last but not least, the thesis aims to analyze how the influencers articulate and use the influence they have gained through their activity on theplatforms during their career. The text of the thesis is divided into three parts. The first part is dedicated to the current state of knowledge. It consists of several chapters that review publications dealing with influencers, social media in relation to eating disorders, and the current regulation of these platforms. The research methodology, which is built on the grounded theory method, is introduced in the second section The method of data collection through semi-structured interviews is also described in more detail. The third, empirical part of the thesis then analyses the interviews. The statements from these interviews are placed in the context of current knowledge. Those that relate specifically to eating disorders are then considered in the...
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A marketing strategy proposal for the Prague Coffee Festival brand
Duba, Šimon ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing strategy of the largest coffee festival in the Czech Republic, the Prague Coffee Festival. The theoretical part of the thesis provides a comprehensive overview of key marketing concepts, including the concepts of mission and vision, online marketing, and SWOT and PESTLE analyses. This theoretical framework serves as a basis for understanding the dynamics of marketing strategy. In the practical part, qualitative research is conducted, consisting of two in-depth interviews with the founder of the festival and the director of the last edition. The aim is to gain a deeper understanding of the key principles of the event, its specificities, marketing activities and new opportunities. Furthermore, a questionnaire survey among potential visitors, people who already have a certain relationship with coffee, is evaluated. SWOT and PESTLE analyses are developed based on the findings of the research and the analysis of the current state of social media. Subsequently, the actual proposal for a new marketing strategy is developed, with the goals of increasing overall brand awareness, expanding the reach of the festival among younger demographic groups, and strengthening the educational and inspirational aspect of the festival. Specific activities are proposed to guide...
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Sharenting from the perspective of parents and children aged 10-13
Zavadilová, Tereza ; Háša, Marek (advisor) ; Vochocová, Lenka (referee)
The thesis deals with the topic of sharenting through the perspective of parents and their children aged 10-13. Through the examined phenomenon, space is given to parents and children to express their own position. The research reflects the existing theoretical knowledge that defines the issue of sharenting. Using in-depth qualitative interviews, research with a parent-child dyad is elaborated. Data were analysed using a combination of thematic and conversation analysis. The main findings in this thesis show that children show trust towards their parents, but their attitude varies considerably according to the specific content and towards the subjects through whom the sharing of their own person is performed. According to children, disclosure of their information should only take place with their consent. For parents, sharenting is a new discipline about which not much information is available. Through the research it was found that there is no regular communication between parents and children on the topic being discussed. From participants' statements and the subsequent main findings of the research, it is confirmed that the issue of sharenting should be more widely known to the public. The results of this research can serve as a basis for conducting further research on sharenting.
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Influencer involvement in Czech 2023 presidential campaigns from the perspective of political communication
Floriánová, Eliška ; Konrádová, Marcela (advisor) ; Rosenfeldová, Jana (referee)
This master's thesis explores the involvement of influencers in the Czech presidential campaigns of 2023 from the perspective of political communication. It analyzes the phenomenon of influencers' engagement in political campaigns through shared content on social media platforms. The theoretical part of the thesis examines the current issues surrounding social media and its successful creators, influencers, who have the ability to influence the opinions and attitudes of their followers. The thesis relies on the concept of the celebritization of politics, which explores the process by which politicians adopt communication strategies and elements associated with celebrities and the entertainment industry to gain greater public attention. However, a part of the celebrity culture theory also involves celebrities entering politics, which will be thoroughly examined in the theoretical section. The research is conducted using two quantitative methods: content analysis and questionnaire survey. By employing these research methods, the research questions will be answered, which investigate the most common forms and methods of involving influencers in political campaigns during elections. The research will clarify the role of influencers in contemporary political communication and their level of ability to...
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Social media as a marketing communication tool in fitness centres
Nováková, Anežka ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Social media as a marketing communication tool in fitness centres Objectives: The main aim of this bachelor thesis is to propose a specific social media marketing plan for 2025 for a selected fitness centre, based on the data collected from the interview and analysis of the existing social media management. Application. The created marketing plan will be used in the selected fitness centre for the year 2025, at the same time this work can serve as an inspiration for other entities that want to improve their operations or build their own social media plan. Methods: In this thesis, qualitative and quantitative data research method is used. In the first stage, a qualitative method is used in the form of a semi-structured interview with the fitness center management. This is followed by a quantitative method through social network analysis of the centre. Results: The results obtained from both researches show that the selected fitness centre has considerable scope for improving its social media communication. Therefore, a comprehensive social media marketing plan for the fitness center was designed for the year 2025, which includes general recommendations, phasing, and a specific posting plan for the selected month. Keywords: social media, marketing communication, fitness center, Instagram, Facebook
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